What Model FA does

Model FA is a privately held coaching and marketing services firm founded in 2019 by Dan Allison and David DeCelle, headquartered in Florida. The company provides referral marketing, practice management, and growth solutions exclusively to financial advisors, built around two proprietary methodologies: the Feedback Marketing system (developed by Dan Allison) and the Business Development framework. These are deployed through a tiered service portfolio spanning individual coaching, group coaching (cohorts capped at 6 or 12 advisors), firm-wide coaching for enterprise RIAs managing $2B to $100B AUM, and a self-serve subscription platform called The Exchange priced at $99/month.

The company's technology footprint is modest. The Exchange is delivered via the Skool.com community platform and aggregates on-demand masterclasses, weekly live coaching calls, process templates, prospecting scripts, AI content systems, and a curated advisor community. The company does not disclose proprietary platform development; its core assets are the intellectual property of its coaching methodologies and 20 years of accumulated frameworks that have supported hundreds of advisory firms. In April 2026, WealthReach acquired Model FA's intellectual property assets to embed the Feedback Marketing methodology into its AI-powered prospecting platform, launching an AI agent tool called Multiply.

Model FA generates revenue through a mix of subscription (The Exchange at $99/month, Fractional CMO retainers) and professional services (individual and group coaching, firm-wide enterprise programs, website development, marketing agency execution, and speaking engagements). Customer segmentation spans four AUM tiers from early-stage advisors ($0-50M) through enterprise firms ($1B+ AUM). Go-to-market is multi-channel: sales-led discovery consultations, community-led growth through The Exchange, and event-driven demand via speaking engagements at industry conferences. Distribution is global, with the company claiming advisors on six continents. Customer logos displayed include Vanguard, TD, Northwestern Mutual, LPL Financial, MassMutual, and Pacific Life, among others.

Name

Model FA

Legal name

Model FA

Website

https://modelfa.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Model FA is a private coaching and marketing firm that provides referral generation, practice management, and growth solutions to financial advisors across all AUM tiers, using proprietary Feedback Marketing and Business Development methodologies deployed through coaching programs, a $99/month subscription platform, and professional services.

Ownership category

akta.pro rank

Product category

Financial Advisor Coaching and Practice Management Services

NAICS

Portfolio Management and Investment Advice (523940), Marketing Consulting Services (541613)

SIC

Investment Advice (6282), Services-Management Consulting Services (8742)

akta.pro primary industry

Financial Coaching & Budgeting Advisory (FSAEAAAH)

Keywords

• Financial advisor coaching
• Practice management consulting
• Referral marketing services
• RIA growth advisory
• Wealth management marketing

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Others

Revenue model

1. Coaching Services: Individual, group, and firm-wide coaching programs for financial advisors. Individual coaching targets advisors earning $250K to $2M+ annual revenue. Group coaching runs in cohorts capped at 6 or 12 advisors with monthly sessions led by founders. Firm-wide coaching includes unlimited Exchange access, 11 months of implementation coaching, and quarterly stakeholder calls.
2. The Exchange Membership: Monthly subscription at $99/month for access to masterclasses, weekly coaching calls, templates, tools, and community platform. No long-term commitment required. Provides comprehensive advisor development with referral training, business development, and COI masterclasses.
3. Website Development Services: Custom website development for financial advisors including strategy, copywriting, design, SEO, lead capture forms, and compliance-ready execution. Services include positioning, brand messaging, wireframes, responsive design, and CRM/calendar integration.
4. Fractional CMO Services: Part-time Chief Marketing Officer services for financial advisors including brand positioning, audience segmentation, channel strategy, content calendar development, email nurture sequences, LinkedIn content, video scripts, website optimization, landing pages, and monthly strategy execution calls.
5. Marketing Agency Services: Done-for-you marketing including podcast editing and production, YouTube video editing and optimization, custom social media content, and presentations and pitch decks. Full-service execution with strategy sessions, content calendars, branded graphics, reels, captions, and compliance-friendly messaging.
6. Speaking and Workshops: Keynotes and interactive workshops on referral growth delivered at conferences, firm retreats, and internal team trainings worldwide. Signature topic: 'Referral Growth by Design, Not by Default.' Available in-person and virtually.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Model FA provides coaching, marketing, and practice management services tailored to financial advisors and RIAs. Core offerings include individual and group coaching programs, enterprise firm-wide coaching, fractional CMO services, a full-service marketing agency, custom website development, and The Exchange — an online community and masterclass subscription platform at $99/month.

Product overview

Model FA is a coaching and professional development company for financial advisors offering a multi-tiered service portfolio centered around three core service categories: Coaching (Individual, Group, and Firm-Wide programs), Marketing (Fractional CMO, Agency Services, and Website Development), and Development (The Exchange platform and Speaking/Workshops). The offerings are designed to help advisors build, grow, and scale their practices through referral strategies, modern marketing, and operational excellence. Services are available across different firm sizes from individual advisors to enterprise RIAs managing billions in AUM. Pricing ranges from $99/month for The Exchange access to custom enterprise engagements for firm-wide programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Coaching One-on-one personalized coaching for financial advisors covering strategic business planning, hands-on implementation support, business development using Feedback Marketing frameworks, accountability and progress tracking, and direct coach access via email or messaging. Limited-client model to ensure full focus per engagement.
• Group Coaching Collaborative coaching connecting financial advisors with peers through small cohorts (capped at 6 or 12 advisors), monthly group sessions led by founders, direct access to coaches, and unlimited access to The Exchange community with on-demand courses and live workshops.
• Firm-Wide Coaching Comprehensive institutional coaching for enterprise RIAs ($2B to $100B AUM) featuring strategy-driven business development, branded training content in private portals, advisor dashboards for tracking activities, unlimited Exchange access, 11 months of implementation coaching with David DeCelle, and quarterly stakeholder calls with firm leadership.
• The Exchange Advisor development platform with proven masterclasses (Referral Training, Business Development, COI Masterclass), weekly live coaching with David DeCelle and Graham Gardner, always-on expert access, tools and templates (process templates, prospecting scripts, client experience frameworks, AI content systems), bonus courses including N2 Short-Form Video Course and Random Acts of Value, and a curated community of growth-focused advisors. Priced at $99/month with a 7-day free trial.
• Website Development Custom website development for financial advisors offering strategic planning (positioning, brand messaging, wireframes, conversion flow), fully responsive custom design, SEO and lead optimization with CRM/calendar/email integration, and compliance-ready execution with FINRA/SEC-conscious language, disclosures, and secure hosting. Most sites completed in 4-6 weeks.
• Fractional CMO Services Part-time Chief Marketing Officer service providing done-for-you marketing strategy and execution for financial advisors, including brand positioning and messaging frameworks, content calendars, email nurture sequences, blog posts, LinkedIn content, video scripts and reels, website optimization, lead magnets, landing pages, email automation, CRM workflows, and monthly strategy and execution calls.
• Marketing Agency Services Full-service marketing execution for financial advisors including podcast editing and production, YouTube video editing and optimization, custom social media content (strategy, calendars, branded graphics, reels, captions), and presentations and pitch decks with compliance-friendly messaging.
• Speaking & Workshops Expert speaking and workshop services for financial advisors featuring signature topic 'Referral Growth by Design, Not by Default,' covering psychology of referrals, word-of-mouth behavior, and actionable frameworks. Available as keynotes (for conferences and firm retreats) or interactive workshops, delivered in-person or virtually worldwide by Dan Allison and David DeCelle.

Quantifiable outcome

• 53% growth in organic AUM
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• WealthReachcoreStrategic or Co-development Partner · 1 April 2026WealthReach acquired Model FA's intellectual property assets in April 2026, combining Model FA's coaching methodologies with WealthReach's AI-powered prospecting tools. The acquisition enables embedding decades of referral coaching frameworks into WealthReach's platform, which includes Attract and Convert tools. WealthReach launched Multiply, an AI agent tool incorporating Dan Allison's Feedback Marketing methodology.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Carson Group: Carson Group offers a broad platform for advisors that includes coaching, consulting, marketing support, and technology. Its coaching and consulting arm is comparable to Model FA's firm-wide programs but is part of a much larger enterprise offering.
• FMG Suite: FMG Suite is an established marketing and communications platform serving thousands of financial advisors with websites, email, social media, and content tools. It is broader and more productized than Model FA but competes for the same marketing-services wallet.

Direct peers

• Advisor Websites: Advisor Websites specializes in website design, hosting, and digital marketing for financial advisors with compliance-aware execution. It is a close substitute for Model FA's website development service.
• Snappy Kraken: Snappy Kraken provides automated marketing campaigns, content, and lead generation tools built specifically for financial advisors. It is directly comparable to Model FA's marketing agency and fractional CMO offerings, though delivered via SaaS rather than services.
• Twenty Over Ten: Twenty Over Ten (now part of FMG) builds compliance-ready websites and provides digital marketing services for financial advisors. It overlaps directly with Model FA's website development service and competes in the same niche for advisor marketing spend.
• CEG Worldwide: CEG Worldwide has delivered coaching, consulting, and training services to financial advisors and RIAs since the early 2000s, with a focus on practice management and growth. It overlaps directly with Model FA's individual coaching, group coaching, and firm-wide engagement model.
• Advisorist: Advisorist provides marketing, coaching, and practice management services specifically to financial advisors, including a membership community and agency-style content production. It is one of the closest direct competitors to Model FA in the advisor growth coaching niche.

Emerging players

• Vanilla: Vanilla is a digital marketing platform focused on financial advisors, offering websites, content, and lead conversion tools. It overlaps with Model FA's agency and website offerings but delivers through a more productized, self-serve model.

Others

• Riskalyze: Riskalyze is a risk tolerance and client engagement platform sold to advisors. While not a coaching or marketing firm, it competes for the same advisor marketing and engagement budget and is frequently seen in the same procurement conversations.
• SmartAsset: SmartAsset operates a consumer-facing advisor matching and lead generation platform that connects investors with financial advisors. It is adjacent rather than directly competitive, but it competes for the lead generation and client acquisition spend that Model FA helps advisors optimize.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubepodcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5jYXB0aXZhdGUuZm0vbW9kZWxmYS8
• LinkedInlinkedin.com/company/modelfa/posts/?feedView=all
• Instagraminstagram.com/themodelfa
• Xx.com/themodelfa

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Model FA